4:40pm - 5:20pm [Workshop] Task Don't Ask! A real-life application of the Attribute Elicitation Task
Monday Jun 12
When seeking to assess the attributes that make an ideal product or service, we often provide people with a pre-determined list (usually in a survey) that may or may not include attributes that respondents deem important. But how can you possibly think of everything that will be important to consumers? You can’t! In this workshop you will have a chance to put yourself in the respondents shoes and generate some real-life attributes through a new market research tool that originated in clinical psychology, called the Attribute Elicitation Task (AET). The task leverages the comparative nature by which our human brain makes decisions, and offers a better understanding of what attributes are actually important to consumers, and how the product of interest delivers on them.